What Motivates People to Pass Along Certain Content?
Interestingly enough, knowing what motivates people to pass along your content, will help you keep them doing so in the future. So why is it that people are willing to continually pass on content from certain sites, but not from others? Below I’ve listed some of the main factors that come into play concerning the reason we all share content so readily.
Really great content gets people to take action by having them think emotionally rather than logically.
For example, if a video gets someone really shocked and outraged about some common position, they might repost the video on their Facebook wall without necessarily double-checking any of the facts in the video.
It wasn’t because the video presented shocking facts, but the fact that they managed to get the watcher in an outraged emotional state.
If your content gets people fired up, they’re often much more willing to pass it on to their network.
Wanting Their Friends to Have a Good Experience
This principle is very basic. It’s the same reason why we recommend restaurants and movies to friends: we want them to have a better experience.
If you create how-to tips that help people do things faster and better, there’s a good chance your content will get shared simply because people want their friends to experience the same.
This works best if the information shared is in “bite-sized” pieces. For instance, if you have a real estate website with no how-to content, people might not visit your site but visit one that offers how-to tips about finding that perfect dream home. Not only that, but they will most likely forward the information on to others looking to buy a home, too.
You Helped Them; So They Want to Help You
Have you ever received such great customer service that you wanted to return the favor? For example, you go to a restaurant where the service is so spectacular you want to tell more people about your experience just to help them out.
If your clients feel you really care about them, they’ll often want to return the favor.
Ordinary service doesn’t elicit this kind of loyalty. But if you provide exceptional service, this kind of word-of-mouth can be one of the most powerful ways to get new business.
So, in the end, knowing these reasons will help you understand how using one or more of these principles will help your campaigns get more coverage. In fact, a few of them might activate all three principles and really take off. To develop the right campaign, ask yourself this question, which ones make the most sense for your business? Identify that and you’ll soon have your content being shared with others on a much grander scale.
To your online success,
Carmen “Carm” Wisenbaker
WordPress Webmaster & Master Certified SEO Expert